- FOCUS, FOCUS, FOCUS. In times like these, it’s tempting to find revenue wherever you can. DON’T DO IT! It will dilute your brand, and leave you with zero competitive advantage. If anything, do the opposite. Jettison the products or services that are under-performing and focus on the few things you do really well.
- Take some “ME” time. I was so down in the dumps over the state of the economy, feeling bad for my laid off friends, and generally feeling down, that I was being totally unproductive while working on my business. I cut my work week down to four days, and spend my fifth day doing something like hiking. My first day out of the office, I had my greatest business-related epiphany in a decade (not kidding), and I’m getting more done than I was working 5+ days a week.
- Get out and talk to your loyal customers to better understand why you matter. Take them to lunch. Benefit to you: Better understand why they’re loyal and uncover insights that can translate to other customers. Benefit to them: They feel appreciated!
- Plan for the future. As bad as it is right now, it will get better. But the reality is that it’s gonna be tougher for brands to compete. Maybe it’s less access to capital. Maybe it’s new competitors that see this downturn as a chance to move into your market. Whatever. The brands of the future will be required to compete on four levels: Innovation, Creativity, Culture, and Connection. Plan accordingly.
- Quit ignoring twitter, facebook, and the others. Social media is here to stay. Not because twitter is the greatest thing since sliced bread, but because consumer expectations for access, transparency, and authentic brand experiences have been growing for years, and these tools are finally catching up to their expectations.
Scott Davis is the founder of From The Rooftops, a Portland-based brand strategy consultancy. Scott has spent the last decade mastering the tools and techniques of effective cultural study and brand strategy, and living at the point where they intersect. In this time, he has also won multiple Fantasy Baseball Championships, summited Mt. Hood, published branding articles for pubs like Sustainable Industries Journal and Media Inc, and consumed countless pints of Copacetic IPA. Scott’s true passion lies in creating positive change for organizations by helping them to find their identity, stimulate their culture, and build rich and enduring relationships with their constituents. Follow Scott on Twitter. | Email Scott.
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